Many professionals want to do more on LinkedIn but get stuck before they begin. They’re unsure what to post, feel uncomfortable talking about their work or worry about adding another commitment to an already busy schedule. Meanwhile, they have experience and ideas that would be useful to the people they want to reach.
I see this often with lawyers. They answer thoughtful questions from clients every day, speak at conferences and help people work through complicated issues. There’s plenty of material to work with. The challenge is finding a comfortable way to share it and making LinkedIn part of their regular business development efforts.
If you’re getting started or returning after a long break, here are 10 ways to build a presence that supports your relationships, reputation and business.
Link to 1. Make your profile useful to someone who doesn’t know you 1. Make your profile useful to someone who doesn’t know you
Read your profile from the perspective of a potential client, referral source or someone you met at an event. Make it easy for them to understand what you do, whom you work with and how your experience relates to their needs.
Use a current professional photo and a headline that explains more than your title. “Corporate Attorney | Advising Founders and Growing Companies on Financings and M&A” gives someone more context than “Counsel at XYZ Firm.” Write your About section in the first person, describing your work and approach in language you’d use when introducing yourself. Include relevant experience and a clear way to contact you.
Link to 2. Get specific about the people you want to reach 2. Get specific about the people you want to reach
Your audience will influence what you write and where you spend your time. Think about your clients, potential clients, referral sources, former colleagues and people who can introduce you to opportunities. For a lawyer, that could include in-house counsel, business owners, accountants, bankers and lawyers in complementary practices.
Start by identifying a few types of people and organizations that matter to your work. Then think about what they’re trying to understand or accomplish. A business owner preparing for a sale will have different questions from an in-house lawyer managing litigation. That gives you direction for both your content and your networking.
Link to 3. Reconnect with people you already know 3. Reconnect with people you already know
Former colleagues, classmates and professional contacts are a natural place to begin building your network. You already have a shared experience, even if you haven’t spoken in a while. Connect with them and take a few minutes to see what they’re doing now.
Make connecting on LinkedIn part of your event follow-up, too. Mention something you discussed so the person can place you. Afterward, pay attention to their updates and look for opportunities to stay in touch, whether that’s congratulating them on a new role, sharing a relevant resource or making an introduction.
Link to 4. Participate in conversations through comments 4. Participate in conversations through comments
Commenting can help you get comfortable contributing before you’re ready to publish your own posts. Find people in your industry whose content you enjoy and add something relevant to their conversations.
Link to 5. Turn the questions you answer into content 5. Turn the questions you answer into content
Pay attention to what clients and colleagues ask you. Those questions can become posts because you already know there’s an audience for the answers. Keep a running list on your phone so you have ideas available when you sit down to write.
Choose one question and explain it clearly. You might discuss what to prepare before a first meeting, a recurring misconception or a step that makes a process easier. You can also draw from presentations, articles and teaching materials you’ve already developed. For lawyers, keep examples general and review confidentiality and firm requirements before sharing.
Link to 6. Add context when you share an article or announcement 6. Add context when you share an article or announcement
Give people a reason to pay attention to what you’re sharing. If you’ve written an article, explain the issue it addresses and why it’s coming up in your work. Pull out one useful point so readers can learn something from the post itself.
For a speaking engagement, describe what you’ll cover and who would benefit from attending. For a firm announcement or recognition, explain why it matters and acknowledge the people involved. Your perspective helps someone understand the relevance of an update they might otherwise scroll past.
Link to 7. Let people learn something about you 7. Let people learn something about you
Your content can include the experiences that have shaped how you work. You might write about a mentor, why you chose your practice area, something you learned from teaching or a professional challenge that changed your approach.
Use specific details you’re comfortable sharing. Explain what happened, what you learned and how it affects your work today. These posts can help people find common ground with you and understand more about the person they’d be working with.
Link to 8. Build a routine that fits your schedule 8. Build a routine that fits your schedule
Start with a commitment you can maintain. One post a week, combined with a few short visits to read and comment, gives you a manageable starting point. You can adjust as you learn what works for you.
For example, spend 10 minutes on Monday engaging with your network, publish a post on Wednesday and use Friday to respond to comments and follow up with people you met that week. Keep collecting ideas between those sessions. A client question or conference takeaway captured in a quick note can save you time when you’re ready to draft.
Link to 9. Look at the people and conversations behind the numbers 9. Look at the people and conversations behind the numbers
Pay attention to which topics attract people relevant to your work. Useful comments, messages and renewed connections can tell you more about the value of your activity than the reaction count alone.
Keep track of what happens outside the feed as well. Someone may mention your article during a meeting or reach out after seeing several posts over time. Those conversations help you understand what people associate with you and which subjects are worth developing further. Review patterns across several posts before drawing conclusions.
Link to 10. Carry relevant conversations beyond LinkedIn 10. Carry relevant conversations beyond LinkedIn
Pay attention to the people who engage with your posts and make an effort to get to know them. Respond to their comments, visit their profiles and engage with what they’re sharing too.
When there’s a natural opportunity to follow up, send a message. Share an article related to something they mentioned, offer to introduce them to someone or suggest getting together if it’s been a while. Refer to what prompted you to reach out so the message feels personal. LinkedIn can give you plenty of reasons to reconnect with people you might otherwise only see once or twice a year.
Link to Getting started Getting started
During your first week, update your headline and About section, connect with a few people you already know and leave thoughtful comments on relevant posts. Then draft a post answering a question that comes up regularly in your work. That gives you a practical starting point without making the process overwhelming.
As you continue, build on the topics and conversations that feel most relevant to your audience. Your profile, posts, comments and follow-up all contribute to how people understand your work. Give them useful information and regular opportunities to hear from you, so your experience comes to mind when they need advice or have someone to refer.
If you’d like help developing a LinkedIn strategy that fits your work and schedule, reach out to me!
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